Tag: Marketing

3 New Direct Marketing Associations join FEDMA Membership

Posted by | Jan 23, 2008 | |

FEDMA has increased its DMA membership by welcoming three new national Direct Marketing Associations from Croatia, Latvia and Turkey.

The adherence of these three DMAs demonstrates how FEDMA remains the unique voice of the European direct and interactive marketing industry attracting new markets within Europe and beyond.

By joining FEDMA, the Croatian, Latvian and the Turkish DMA will work closely with both FEDMA and the other 25 DMAs in FEDMA membership at an international level in order to protect, promote and inform the industry.

“We are delighted to welcome the Croatian, Latvian and the Turkish DMA into FEDMA Membership. Although they are located in very different countries, each DMA has similar challenges and opportunities since they are all in a new, but growing, DM markets. Together with our other DMAs and members, FEDMA will promote, inform and protect the industry, which are the three pillars of our mission statement” said Alastair Tempest, Director General of FEDMA.

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Prior consent for B2B Email in the Netherlands

Posted by | Dec 1, 2007 | |

The Dutch governement proposed a legislation aiming that B2B email should also be covered by an opt-in regime. This legislation will enter into force in 2008

In 2002 the EU Directive Electronic Communications was launched.

The Directive takes an “opt-in” approach to unsolicited commercial electronic communications, i.e. users must have given their prior consent before such messages are addressed to them. This opt-in system also covers SMS text messages and other electronic messages received on any fixed or mobile terminal.

This Directive primeraly aims at relations between companies and consumers (B2C) but offers Member States also an opportunity to regulate B2B email in the same sense. Some Member States have taken that opportunity:

In October 2007 the Dutch Dialog and Direct Marketing Association (DDMA) adopted the code for business e-mail. The code introduced an almost similar provision of prior consent for B2B email as for B2C email. An important reason for drawing up this code is to reduce in this way spam and to keep the channel open for legitimate business communication. For this reason the recipient of B2B email needs to give prior consent before receiving publicity. There are some points on which the B2B code has been adapted to the practice of businesses. For example no consent needs be asked for supplying addresses to third parties.

A clear communication is sufficient. The same applies to the promotion of own products within the company’s activities.

Diana Janssen, director of DDMA, welcomes the code: “It is a sign from DDMA members that they attach great importance to communication of high quality. By introducing prior consent for B2B e-mail, your database will automatically be much more valuable. Moreover it is an important indicator to our politicians that the sector is very
well capable to take responsability.”

As of 1 October 2007 this Code has already been incorporated within the Dutch Advertising Code.

In other countries of Europe exists already a statutory regulation with respect to B2B e-mail, particularly in France, Germany and Austria. In other countries the opt-out system with respect to e-mail business still applies, in which case the recipient has to state Whether he or she wishes to receive unsolicited emails.

December 2007 – W&P

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Saatchi & Saatchi Italy catches the Italian Post

Posted by | Oct 16, 2007 | |

Saatchi & Saatchi Italy has won the budget for the communication activities of Poste Italiane (Italian Post Office), covering postal services and the post office network.

The agency has been assigned a 3-year contract, following a pitch that involved many of the agency’s divisions, from traditional advertising to online/interactive, direct marketing and shopper marketing.

Fabrizio Caprara, Joint CEO, Saatchi & Saatchi Italy, said, “We are very pleased with this result. First of all because we are happy to have once again the opportunity of working with this client with whom we have had in the past a very fruitful experience. And secondly because it gives great satisfaction to be involved in a project in which close interaction between the agency’s different marketing disciplines will play a fundamental role.”

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Joan Collins and Westlife to star in new Post Office UK tv advertising campaign

Posted by | Oct 1, 2007 | |

The series of TV commercials are set in a fictional Post Office branch which will welcome some famous faces in the coming months, with customers including Westlife, Bill Oddie and Keith Harris and Orville.

The fictional Post Office team is led by sub-postmaster Ken, played by John Henshaw, whose has previously appeared in The Royle Family, Early Doors and Life on Mars.

Post Office marketing director Gary Hockey-Morley said: “Our marketing has been key in helping us to become the fastest growing financial provider in the UK. We have exceeded one million financial services customers, GBP 2bn has been invested in our savings accounts and one in every 25 credit cards is from the Post Office.

“But the business continues to face major commercial challenges so it is vital that we respond to create a sustainable branch network. The TV advertisements will form the backbone of a major new marketing campaign highlighting the uniqueness of our service and the broad range of competitively priced products on offer at local Post Office branches.

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Modiv Media launches retail in-store self-service solutions

Posted by | Oct 1, 2007 | |

Modiv Media Inc., provider of retail interactive media delivery solutions, has announced the launch of Modiv Shopper, Modiv DeliVision and Modiv Mobile, a multitouch platform that delivers consumer-convenient media through in-store self-service solutions and on-the-go shoppers’ mobile phones. The new products enable brand marketers and retailers to connect and engage with individual consumers when they are at their “moment of decision,” making it possible to create truly personalized relationships. By reaching customers at the right times and locations, retailers and brand marketers can better influence buying behaviors and drive sales throughout the shopping experience.

“More than ever, the way shoppers shop and the way media is delivered are changing,” said Robert Wesley, president and chief executive of Modiv Media. “Today, 40 percent of shoppers are using self-service checkout at retail stores when available, and 240-plus million U.S. mobile-phone subscribers are beginning to use their mobile phones as personal convenience devices. Reaching consumer purchasers at these touchpoints — and at the most critical moments — is proving to be the best way to take shopping to the next level. Modiv Media’s products let brand marketers and retailers reach the target they seek and give customers relevant coupons and offers the way they want to receive it.”

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